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Exam 16: Using Effective Promotions

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Question 81

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Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

A) Testimonials
B) Infomercials
C) CD-ROM advertising
D) Online advertising

E) C) and D)
F) B) and C)

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Question 82

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Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

A) True
B) False

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Question 83

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Direct mail is usually the best advertising medium to reach specific target markets and ranks number one in overall advertising expenditures.

As a new salesperson for a textbook publisher,Kylie is creating a list of professors that decide what texts their schools use.She plans to email these schools to determine what texts they are currently using and if they plan to adopt a new text.Identifying those decision makers that are willing to consider one of her texts is called:

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

When Pepsi introduced its FruitWorks product line during spring break in Panama City,Florida and South Padre Island,Texas it gave out free samples and provided free rides on Pepsi trucks.Pepsi was practicing event marketing.

Companies that adopt a pull strategy target their promotional efforts toward:

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Viral marketing describes everything from paying people to say positive things on the Internet to schemes where consumers get commissions for directing friends to specific websites.

A number of businesses utilize a strategy that pays people to generate favorable word-of-mouth promotion.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Persuading others to buy your product represents the only goal of effective selling.

Advertising on the Internet has become the number one medium and ranks ahead of newspapers and network television,based on total advertising expenditures.

The use of infomercials represents an effective use of advertising dollars.

People with an unmet need,the authority to buy,and the willingness to listen to a sales message represent a firm's:

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated differently from what the marketer attempts to say.

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.